< Create a mark >

c o n t e n t s01 Seize the day

02 Why go to Albury

03 Who are the competition

04 What are our values and beliefs

05 Our positioning

06 What’s in a name

07 Colours and moodiness

08 Typography and fonts

09 Our mark / Form

10 Tag

11 Branding

12 On the line

13 A Shift

14 Changing pace

15

16

17

a new beginning... Changing our name and visual identity

was a difficult decision for us to make.

We had invested so much time and effort, and

even finances into the creation of Lantern. Time

and time again we have heard the advice “Don’t

be precious with your ideas”. If you hold onto

an idea or piece of work too tightly it stops you

from evolving and making it into something even

better.

We came to the conclusion that we would loose

more in the long run by trying to fit our positioning

into our new market, rather than position our

business to fit the market.

“Know thyself.”

Plato

First Alchoibiades

4

• Bold, memorable, and appropriate

• Immediately recognisable

• Provides a clear and consistent image of the company

• Communicates the companies persona

• Legally protectable

• Has enduring value

• Works well across a variety of media and scale

• Works in both black and white and colour

• Has longevity

Functional Criteria our visual

identity must meet

a new look...This pyramid

illustrates that we need to understand

what we stand for. With self

knowledge we can start

the process of creating a strong

visual identity which will be

sustainable well into the future.

logo

look and feel

targeted messages

core messages

we know who we are

8

“Give to us clear vision that we may know where to stand and what to

stand for - because unless we stand for something, we shall fall for anything.”

Peter Marshall

why meow...

4ou

r pr o

miseAll our work will be founded on a strong strategic plan and be highly creative in its concepts and design.

Branding and advertising that connects with people.

Ads that are valuable for both our clients and the audience.

Creating a strong and memorable brand is crucial to the success of a business.

Our commitment is to create branding and advertising that is relevant, unique, beautifully designed and has longevity.

meanto

Ads that people enjoy seeing; ads that enhance

their daily lives. Creativity is our essence. We

aim to exceed expectations; creating the most

memorable, successful and original ads.

We want our work to be more than ‘just an ad’. We want

them to connect with people on a

deeper emotional level, and make our

clients an intrinsic part of the lives of their audience.

“ To think

creatively,

we must

be able

to look

afresh

at what

we

normally

take for

granted. ”

George Kneller

something p e o p l e

W e s t r i v e t o c r e a t e a d s t h a t

8

OS

t r

e n

g t

h s

W e a k n s s e sLack of industry experience

Minimum financial budget

Less purchasing power

Small portfolio of work

Being unknown

OpportunitiesLarge amount of advertising work available

Create a niche in the market

T h r e a t s

Vast amount of competition

Advertising in Australia is quite conservative

Difficulty in gaining trust from prospective clients

Negative connotations towards the advertising industry.

WTSPassion

Industry contacts

Strong liaising skills

Offer a more personal service

Majority of work done in-house; more unity and control

Diversity of Skills

We have training and qualifications in:

• strategic planning • art direction

• marketing • conceptualising

• copywriting • web design

• photography • various computer programs

Many say the ‘one stop shop’ huge advertising agency is gone. What we

Everywhere you look there are niche markets popping up that specialise in specific areas. We believe that our agency

It doesn’t mean we will limit the variety of services we offer, it just means that we

Realistically we can’t compete on the same level as large Melbourne agencies such as Clemenger, Badger, George

We analysed our abilities and looked into our strongest skills.

want MEOW to be is a targeted agency. Be it large or small, we want to be focused.

will be more successful it we stick to: “We do ‘this’ and we do it well”, rather than trying to be all things to all people.

have more defined identity of who we are, both to our clients and ourselves.

Patterson and Y&R. To differentiate ourselves and appeal to clients we need to offer something unique.

After delving deep , we discovered that our forte is ‘branding’.

“ Differentiation is the distinctiveness of a brand;

how different it is from its competitors.

Differentiation is a bottom-line ”

Aaker

< positioning >

3 4

< competition >

A Brilliant Ad Agency

Above Advertising

Ad Company

Adcore Creative

Advantage Advertising

AME Advertising

Barkley’s Advertising Agency

Beard Kent Advertising

Blink Creative

Bloomfield Advertising

Bond & McCully Advertising

Brand Agency

Carat

Cheeky Pup Design

Chris Ralph Creative

Clarity In Design

Comcall Partners

Condor Advertising

Convenience Advertising

Coo’ee Advertising

Creative Muscle

Croft & Partners Advertising

Cunningham Advertising

Cusp Creative

Cyclone

D&A Design & Advertising

Design Line

DGM Advertising

Dickson AdPlace

Dickson Petit Advertising

Earthquake Advertising

Eastern Advertising

Egami Advertising

EGM Advertising

Essentia Group

E Synergy Advertising

Flash Advertising

Focus Communications Group

Francis Maurice Design & Advertising

Frank Moore Advertising

Frontier Advertising

Furphy Advertising

Fuzzy Advertising

G.Barrett & Associates

Gardner Dixon Hall

Garry Shuttleworth Advertising

G’Day Advertising

Get Real Advertising

GMW Advertising

Gotcha Advertising

Goullet Geoff Advertising

Greyscale Advertising

Grouse Advertising & Design

Guthrie Advertising

Hartrok Advertising

Hayes & Partners

Hero Creative

Hindsight Advertising

Holst Advertising

Hope Advertising & Design

Ideas Factory

Ideas Galore

Ideas Solution

Illuminati

Imadgination Advertising

Inhouse MAD

Ink

Inspire

Ivor Bradley Advertising

Johnson & Hobby Communication

KB Advertising

Keyhole Advertising

Klout Advertising & Design

Linc

Look Advertising

Love

McMahon Advertising

MAD House

Magmum Opus Advertising

M.A.M Advertising

Marmalade

Melbourne Advertising Design

Mercury Advertising & Design

Mollison John Advertising

MRM Advertising & Design

Normal Connell Advertising

O’Keefe Communications

Omega Advertising

Onion Advertising

Orangehammer Advertising

Pace Advertising

Peter Telford Advertising

Polygranet Advertising

Power Advertising

Quantum Advertising

Raymond Pitts Advertising

Reality Group

Red House Design

Red Pill Advertising

Redhanded Creative & Marketing

Rez Design & Advertising

Richard Blackman Design

Richard Hall Advertising

Rob Gauci Advertising

Russell-Curtis & Jane Advertising

SAS Creative

Scimitar Advertising

Sense

Skinner Advertising

Smart

Spin Communications

Spinach

Squawk Box

Starship

Steven Judd Advertising

Studio Anybody

Surgery

Tactix Creative

Tequila

That’s Magic Advertising

The Advertising Group

The Big D

The Blue Group

The Bundy Agency

The Can Do It Group

The Creative Brunch

The Egg Brand

The Gallery

The Hothouse

The Primary Agency

The Seed Agency

The Selling Point Adevrtising & Design

The Sphere Agency

TM Design

Trout Advertising Design

Twenty 20 Communication

2’s Company

U-Bahn Design

Ullen & Partners

United Advertising

Visual Identity

Wadelton Advertising

WAM Advertising

White Advertising

Wordhouse

Xpose Advertising

There is extensive competition in advertising in Melbourne. We will have to work hard

to differentiate our business, prove ourselves and gain the trust of potential clients.

Our primary competition will be other small advertising agencies, particularly ones

that specialise in branding.

438

< values >Although our location and strategy has changed, our values have

basically remained the same.

We still believe in having a very involved and collaborative relationship

with our clients, and producing great work that is on strategy, time and

budget.

The most important element for us is that our work is highly

creative, innovative and original. We don’t want to be an

agency that churns out work for the sake of the dollar. We want all our

work to be pieces that we are proud to put our name on.

It is extremely important to us that we put back into society and have a

positive impact on the world in which we live. Pro bono work, donations

and sponsorships are a vital part in the running of our business.

< identity >I i

3

We decided on the name ‘Meow’. We liked the fact that it

was a sound rather than a word, and that it was quite quirky.

Instead of having a name that represented what we do or

what we offer, we wanted to have a name that conveyed a

feeling or emotion. We think that it better represents the type

of agency we are and the type of work we do - creative, fun,

unique and edgy.

Choosing the right name proved

to be a huge challenge.

We wanted a name which packed a punch.

We wanted it to be easy to pronounce and easy

to remember. When culling the list of names we

brainstormed, we judged each of them against

positioning goals, performance criteria and

availability.

4

Crumpet

Etc Etc Muse Blur

Burnt Toast M

eow Bread Etal S

herbet

Crumpet E

tc Etc Muse B

lur Burnt

Toast

Meow Bread Etal Sherb

et Crumpet

Etc Etc Muse B

lur Burnt

Toast Meow

Bread Etal S

herbet Cru

mpet Etc E

tc

Muse Blur B

urnt Toast

Meow Bread

Etal Sherbe

t Crumpet E

tc Etc M

use

Blur Burnt

Toast Meow Bread

Etal

Sherbet Cr

umpet Etc E

tc Muse B

lur

Burnt Toast M

eow Bread Etal S

herbet

Crumpet E

tc Etc Muse B

lur Burnt

Toast

Meow Bread Etal Sherb

et Crumpet

Etc Etc Muse B

lur Burnt

Toast Meow

Bread Etal S

herbet Cru

mpet Etc E

tc

Muse Blur B

urnt Toast

Meow Bread

Crumpet Etc Etc Muse Blur Burnt

Toast Meow Bread Etal Sherbet

Crumpet Etc Etc Muse Blur Burnt Toast

Meow Bread Etal Sherbet Crumpet Etc

Etc Muse Blur Burnt Toast Meow

Bread Etal Sherbet Crumpet Etc Etc

Muse Blur Burnt Toast Meow Bread

Etal Sherbet Crumpet Etc Etc Muse

Blur Burnt Toast Meow Bread Etal

Sherbet Crumpet Etc Etc Muse Blur

Burnt Toast Meow Bread Etal Sherbet

Crumpet Etc Etc Muse Blur Burnt Toast

Meow Bread Etal Sherbet Crumpet Etc

Etc Muse Blur Burnt Toast Meow

Bread Etal Sherbet Crumpet Etc Etc

Muse Blur Burnt Toast Meow Bread

Etal Sherbet Crumpet Etc Etc Muse

Crumpet Etc Etc Muse

Blur Burnt Toast Meow

Bread Etal Sherbet Crumpet

Etc Etc Muse Blur Burnt

Toast Meow Bread Etal

Sherbet Crumpet Etc Etc

Muse Blur Burnt Toast < meow >

“ The right name has the potential to become a self propelling publicity campaign, motivating word of mouth, reputation recommendations, and press coverage. ”

LisaReidel Folio 1

Crea

te a

mar

k.4

Cats...hunt...devour...scratch...mark...imprint...roam...sly...sleek...predators

Which followed onto a number of possibilities

for our tagline...

We wanted come up with a tagline that stated what

we do, but also played on our name, Meow. So we

started by brainstorming features and qualities of cats

that could also be connected to advertising:

From these we chose the word ‘mark’. Cats are

renowned for clawing and scratching, and as a result

leave everything marked. We liked the concept of

our agency helping to create a ‘mark’ for our clients

Memorable...lasting...unforgettable...permanent...vital...stand out...striking

So we began to think about what kind of mark will we

hope to be creating for our clients... Our mark will be...

Make a distinctive markMake a memorable markMake a lasting mark Make a striking mark Leave a striking markLeave a mark

C reat e a mark.

“ A tagline is a slogan, clarifier, mantra, company statement of guiding principle that describes or helps create an interest. ” Debra Koontz Traverso Outsmarting Goiath

< ww

w >

3

invoice

4. meowcreative.com

registered until 9/08/09

Registration: 2 year(s)

AUD $36.00 inc. GST

5. meowdesign.com.au

registered until 9/08/09

Registration: 2 year(s)

AUD $28.00 inc. GST

Sum Total $156.00

We charged your credit card:

Card: Visa

Valid: 06/08

Owner: Vivian M Mcguinness

You may manage all of your products at http://www.crazydomains.com.au

Thank you for choosing Crazy Domains as your premier domain provider.

Best regards,

Crazy Domains

76105510674

http://www.crazydomains.com.au

help@crazydomains.com.au

If you have any queries regarding your order, please reply to this email.

Tax Invoice for Order No. 83031 Inbox “sales@crazydomains.com.au”

<sales@crazydomains.com.au> to me

More options Aug 10

10/08/07

TO: Meow Creative

26 DudleyParade

Canterbury

VIC, 3126

Australia

TAX INVOICE No. 83031

Dear Vivian,

Below is a summary of your order with Crazy Domains.

1. meowadvertising.com.au

registered until 9/08/09

Registration: 2 year(s)

AUD $28.00 inc. GST

2. meowadvertising.com

registered until 9/08/09

Registration: 2 year(s)

AUD $36.00 inc. GST

3. meowcreative.com.au

registered until 9/08/09

Registration: 2 year(s)

AUD $28.00 inc. GST

3 4

Create as many email accounts as you want, up to the maximum limit set for your

Email Hosting plan. Now, you need to set up email on your computer.

------------------------------------------------------

3) Setting up your Email

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When you have created your new email account, set up your computer to send

and receive your new emails with ease in Outlook or any other email program.

Username: me@meowadvertising.com.au

Password: (Password set when creating the new email)

Incoming Mail Server: mail.meowadvertising.com.au

Outgoing Mail Server: (Same as your Internet Provider)

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For more information, please visit our huge Help Section or email us.

Help & Support

Email Help Desk

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Thank You

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Customer Care

www.crazydomains.com.au

Congratulations! Your Email Hosting is successfully activated.

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1) Your Email Hosting Manager

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Use this username and password to use your Email Hosting Manager to configure

and create new email accounts.

Your Username: meowadve

Your Password: ByU1y91

Domain Name: www.meowadvertising.com.au

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2) Creating an Email Account

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To create a new email account, simply follow these easy steps:

• log in to your Email Hosting Manager control panel with your Email

Hosting username and password

• click Add/Del Email Accounts in the Mail area

• click Add Account

• type the first part of the e-mail address in E-mail

• type the password for the new email account in Password

• review Quota – the mailbox size limit has been preset to the maximum

of 100MB; type over if you want to reduce the size limit

• click Create

meow email

8

< c

ash

flo

w f

ore

cast

20

06

>

MONTH JAN FEB MAR APR MAY JUNE JULY AUG SEPT OCT NOV DEC TOTAL

REVENUE

ADVERTISING JOBS 10,000$ 10,000$ 10,000$ 10,000$ 10,000$ 10,000$ 10,000$ 10,000$ 10,000$ 10,000$ 10,000$ 10,000$ 120,000$

10,000$ 10,000$ 10,000$ 10,000$ 10,000$ 10,000$ 10,000$ 10,000$ 10,000$ 10,000$ 10,000$ 10,000$ 120,000$

COSTS

MONTH JAN FEB MAR APR MAY JUNE JULY AUG SEPT OCT NOV DEC TOTAL

ADMINISTRATIVE

TELEPHONE 250$ 250$ 250$ 250$ 250$ 250$ 250$ 250$ 250$ 250$ 250$ 250$ 3,000$

INTERNET 60$ 60$ 60$ 60$ 60$ 60$ 60$ 60$ 60$ 60$ 60$ 60$ 720$

POSTAGE 60$ 60$ 60$ 60$ 60$ 60$ 60$ 60$ 60$ 60$ 60$ 60$ 720$

ELECTRICITY 150$ 150$ 150$ 450$

PRINTING 100$ 100$ 100$ 100$ 100$ 100$ 100$ 100$ 100$ 100$ 100$ 100$ 1,200$

ACCOUNTING 250$ 350$ 600$

SOLICITOR 700$ 200$ 200$ 200$ 200$ 200$ 200$ 200$ 200$ 200$ 200$ 200$ 2,900$

INSURANCE

1,420$ 670$ 670$ 820$ 670$ 670$ 1,020$ 820$ 670$ 670$ 670$ 820$ 9,590$

PAY

SALARY 4,000$ 4,000$ 4,000$ 4,000$ 4,000$ 4,000$ 4,000$ 4,000$ 4,000$ 4,000$ 4,000$ 4,000$ 48,000$

SUPERANNUATION 55$ 55$ 55$ 55$ 55$ 55$ 55$ 55$ 55$ 55$ 55$ 55$ 660$

WORKCOVER 55$ 55$ 55$ 55$ 55$ 55$ 55$ 55$ 55$ 55$ 55$ 55$ 660$

SICK LEAVE PROVISION 100$ 100$ 100$ 100$ 100$ 100$ 100$ 100$ 100$ 100$ 100$ 100$ 1,200$

HOLIDAY PAY PROVISION 1,200$ 1,200$ 2,400$

4,210$ 4,210$ 4,210$ 4,210$ 4,210$ 5,410$ 4,210$ 4,210$ 4,210$ 4,210$ 4,210$ 5,410$ 52,920$

FINANCING COSTS

BANK CHARGES 70$ 70$ 70$ 70$ 70$ 70$ 70$ 70$ 70$ 70$ 70$ 70$ 840$

CREDIT CARD FEES 50$ 50$ 50$ 50$ 50$ 50$ 50$ 50$ 50$ 50$ 50$ 50$ 600$

120$ 120$ 120$ 120$ 120$ 120$ 120$ 120$ 120$ 120$ 120$ 120$ 1,440$

ADVERTISING

BUSINESS CARDS 410$ 250$

DOMAIN REGISTRATION 90$ 95$

WEB HOSTING 225$ 225$

EMAIL ACCOUNT 19$ 19$

YELLOW PAGES 3,000$ 3,000$

3,605$ -$ -$ -$ -$ -$ -$ -$ -$ -$ -$ -$ 3,605$

OFFICE SUPPLIES

STATIONARY 250$ 100$ 100$ 100$ 100$ 100$ 100$ 100$ 100$ 100$ 100$ 100$ 600$

PAPER 50$ 50$ 50$ 50$ 50$ 50$ 50$ 50$ 50$ 50$ 50$ 50$ 600$

COMPUTERS 3,500$ 4,250$

PROGRAMS 4,250$ 419$

USB 399$ 20$ 420$

CDS/DVDS 35$ 35$ 35$ 35$ 35$ 35$ 35$ 35$ 35$ 35$ 35$ 35$ 480$

INDUSTRY PUBLICATIONS\ 40$ 40$ 40$ 40$ 40$ 40$ 40$ 40$ 40$ 40$ 40$ 40$ 540$

PETTY CASH 150$ 150$ 150$ 150$ 150$ 150$ 150$ 150$ 150$ 150$ 150$ 150$ 1,800$

8,524$ 225$ 225$ 225$ 225$ 225$ 225$ 225$ 245$ 225$ 225$ 225$ 7,909$

EQUIPMENT

COMPUTERS 3,500$ 3,500$

PROGRAMMES 4,250$ 4,250$

7,750$ 7,750$

MOTOR VEHICLE

CAR REPAYMENTS 350$ 350$ $350 350$ 350$ 350$ 350$ 350$ 350$ 350$ 350$ 350$ 4,200$

REGISTRATION 550$ 550$

INSURANCE 150$ 150$ 150$ 150$ 150$ 150$ 150$ 150$ 150$ 150$ 150$ 150$ 1,800$

MAINTENANCE 150$ 150$ 150$ 150$ 150$ 150$ 150$ 150$ 150$ 150$ 150$ 150$ 1,800$

DAMAGE 125$ 125$ 125$ 125$ 125$ 125$ 125$ 125$ 125$ 125$ 125$ 125$ 1,500$

PETROL 300$ 300$ 300$ 300$ 300$ 300$ 300$ 300$ 300$ 300$ 300$ 300$ 3,600$

1,625$ 1,075$ 1,075$ 1,075$ 1,075$ 1,075$ 1,075$ 1,075$ 1,075$ 1,075$ 1,075$ 1,075$ 13,450$

CLIENT EXPENSES

BUSINESS LUNCHES 1,500$ 1,500$ 1,500$ 1,500$ 1,500$ 1,500$ 1,500$ 1,500$ 1,500$ 1,500$ 1,500$ 1,500$ 18,000$

GIFTS 150$ 150$ 150$ 150$ 150$ 150$ 150$ 150$ 150$ 150$ 150$ 350$ 600$

1,650$ 1,650$ 1,650$ 1,650$ 1,650$ 1,650$ 1,650$ 1,650$ 1,650$ 1,650$ 1,650$ 1,850$ 18,600$

TOTAL EXPENSES 28,904$ 7,950$ 7,950$ 7,950$ 7,950$ 9,150$ 7,950$ 7,950$ 7,970$ 7,950$ 7,950$ 8,680$ 115,403$

TOTAL REVENUE 10,000$ 10,000$ 10,000$ 10,000$ 10,000$ 10,000$ 10,000$ 10,000$ 10,000$ 10,000$ 10,000$ 10,000$ 120,000$

TOTAL EXPENSES 28,904$ 7,950$ 7,950$ 7,950$ 7,950$ 9,150$ 7,950$ 7,950$ 7,970$ 7,950$ 7,950$ 8,680$ 115,403$

CASHFLOW (18,639)$ 2,315$ 2,050$ 2,050$ 2,050$ 850$ 2,050$ 2,050$ 2,030$ 2,050$ 2,050$ 1,320$ 4,597$

CASHFLOW FORECAST FOR 2008

LETTERFORM

A unique

design

using

one

or

more

letterforms

that

act

as a

mnemonic

device

for a

company

name.

Typography is the core building block of our

visual identity. We needed a typeface which was

clear and legible but also unique, it was essential that

it encapsulated our personality.

We decided on basing our wordmark on the font

‘James Fajardo’ and keeping our tag line in the classic

‘Gill Sans’ font. ‘Gill sans’ is a clear font which was

suitable for extensive use, ‘James Fajardo’ provided

the base structure for our distinctive ‘meow’. We

altered the font to give it a more streamlined

appearance.

4

meowmeow meow MEOWmeowMEOW MEOWmeow MEOWmeowMEOW

meow MEOW meow meow MEOW meowmeow meow MEOW

meowmeowMEOW MEOWmeow MEOWmeowMEOW meow MEOW meow meow MEOW

meowmeow meow MEOW meowmeowMEOW

MEOWmeow MEOWmeowMEOW meow MEOW meowmeow

meowMEOW MEOW

meowmeowmeowMEOWmeow

MEOWMEOW

meowMEOW MEOW

meowmeowMEOWMEOW

MEOWmeow

James Farjardo 40ptMEOW

GillSans Light 10pt

GillSans Bold 8 pt

4

Our original idea when designing our logo was that we would scratch it into a

variety of different surfaces then photograph them. We would then use these

images for our visual identity work.

Some of the surfaces we considered were wood, the side of a car, the skin on

someone’s arm, fabric on a leather couch…

We thought this would portray the edgy, raw feel we were going for.

Once we had designed our logo, we printed it and transferred it onto a block of

wood. We scatched away the wood until our logo was clearly visible. Next we

scanned it into photoshop and experimented with various filters, changing the

hue saturation and contrast balance.

After trialing an assortment of effects and styles we realised the outcome didn’t

seem to be working for us. It was a good idea in theory but due to our limited

technical resources, ended up being too difficult for us to execute. Instead we

decided to keep the design of our letterform in Illustrator.

Scratching...

em

4

Colour creates emotion, triggers memory, and gives sensation.

Gael Towey, Creative directorMartha Stewart Living Omnimedia

The bronze we chose is : Metallic PMS 896

Our colour pallete will include a combination

of warm earthy shades with bronze. Gritty, sandy

tones dominate for a look that is not too bright.

Although we were not going for a bright,

colourful look, we did take into consideration

the powerful impact that colour has on emotion.

Orange and yellow have positive associations

which are relevant to our business.

Orange combines the energy

of red and the happiness of yellow. It

is associated with joy, sunshine, and the tropics.

It represents enthusiasm, fascination,

happiness, creativity, determination,

attraction, success, encouragement,

and stimulation.

Orange increases oxygen supply to the

brain, produces an invigorating effect,

and stimulates mental activity.

It is highly accepted among young people.

In heraldry, orange is symbolic of strength

and endurance.

Red-orange corresponds to desire,

sexual passion, pleasure, domination, aggression,

and thirst for action.

Metallics such as gold and also bronze evoke

the feeling of prestige. The meaning of gold is

illumination, wisdom, and wealth.

redhead

india

canary

smoke

pebble

sahara

tan

sienna

chocolate

mocha

slate

steel

grey

midnight

deepsea

charcoal

black

Ensuring consistency with a colour such as bronze was one key point that we considered when deciding

on it. We are aware of the challenges of keeping consistency when using a metallic. The benefits of

owning such a distinctive colour outweighed the costs of printing in bronze. We were confident that we

could maintain consistency in our identity by keeping the colour palette in similar shades.

Colour evokes emotion,

expresses personality and

instantly conveys feeling.

Used consistently, the colours

that we use in branding our

identity can create unity. We

created a colour palette which

could be used in all aspects of

our buinesses identity. From the

colour of our office, to the colour

of our business cards and logo.

We wanted to choose

colours that would help us stand

out from our competitors, so

experimented with a number of

possibilities.

We decided on a shade of

bronze as we wanted to convey

strength and professionalism.

4

w w w.m e owa dv e r t i s i n g .c o m.a u

Create a mark.

Vivian Mcguinness

Mobile: 0410 745 787

Email: vivian@meowadvertising.com.au

Director

w w w.m e owa dv e r t i s i n g .c o m.a u

Create a mark.

Verity Kowal

Mobile: 0429 122 233

Email: verity@meowadvertising.com.au

Director

Card Specifications

420gsm Artboard

Black & Metallic PMS 896 on front,

PMS on back

Matt Cello/Lamination on both sides

Finished size 48mm x 90m

We decided on a rigid stock

with a matte laminate.

This ensured a high quality feel.

In most cases our business card

will be the first contact that a potential

client will have with our business. For this

reason it is extremely important that it

makes a strong and lasting impresson.

The quality of our card instantly reflects

the quality of our business.

As we had a substansial amount of

information to include on our cards, the

layout needed to be carefully considered.

We wanted to keep the design simple and

uncluttered. Our initial idea was to have

both of our details on one card. After some

careful thought we realised it would not be

suitable.

We finalised our design and proceeded

with our hunt for a good offset printer;

One who could produce our cards within

our budget...

3 4

Quote No:Date:

We thank you for your enquiry and are pleased to submit the following quotation:

Attention:

Allanby Press Printers Pty LtdACN 005 500 710 ABN 399 426 672

1 Crescent Rd Camberwell Vic 3124Phone 9813 1422 Fax 9813 2175

Fax:Reference:

Meow Advertising

Meow Letterhead

2230917/10/07

Verity Kowal

Stock: 100gsm Maestro Triotec LaserSize: A4Colours: Met 876Finishing: Trim & packPrePress: Proofs & CtP from suppliedDelivery: FIS Melbourne metroComments:

Quantity 500 1,000

Printing $170.00 $190.00

GST $17.00 $19.00

If you would like to discuss this quote further, please don't hesitate to contact me.

Yours Faithfully,

$187.00 $209.00

Andrew Klaric

All quoted prices are valid for 30 days, and subject to revision upon sight of final artwork.Please use the above Quote Number in all correspondence regarding this Quotation.

letterhead quote

Quote No:Date:

We thank you for your enquiry and are pleased to submit the following quotation:

Attention:

Allanby Press Printers Pty LtdACN 005 500 710 ABN 399 426 672

1 Crescent Rd Camberwell Vic 3124Phone 9813 1422 Fax 9813 2175

Fax:Reference:

Meow Advertising

Business Cards

2230817/10/07

Verity Kowal

Stock: 420gsm Lotus ArtboardSize: 55 x 90Colours: 1pms + MetFinishing: Matt/Gloss Laminate x 2 sides, Trim and packPrePress: Proofs & CtP from suppliedDelivery: FIS Melbourne metroComments: QTY: 500= 500 each name, 1000 = 1000 each name

Quantity 500 1,000

Printing $355.00 $370.00

GST $35.50 $37.00

If you would like to discuss this quote further, please don't hesitate to contact me.

Yours Faithfully,

$390.50 $407.00

Andrew Klaric

All quoted prices are valid for 30 days, and subject to revision upon sight of final artwork.Please use the above Quote Number in all correspondence regarding this Quotation.

business card quote

3 4

“ Interactive experiences require non linear thinking, inviting interfaces, and creative intelligence. ”

Stella Gassaway,

Stellarvisions

When creating our website we had

numerous aspects we needed to

consider to ensure success.

Some of these were:

- An interesting interface

- Consistency with our brand image

- Ease of use

- Loading time

- Relevant information

Above all, our website needed to

clearly communicate the style of work

we do and what services we offer.

We wanted to reflect the personality of our

business and keep it in line with the design and

feel of our logo. The last thing we wanted was a

boring, stiff site.

It had to be fun, youthful, raw and original.

As a new business that is just starting out, we

don’t have a large portfolio of work to showcase

for Meow. This made it even more important for

our site to demonstrate our creativity and show

clients the calibre of work we are capable of

producing.

The setting for our sites interface takes place in

our virtual lounge room. We wanted to create

an ambience where the user could get a feel for

what we are all about. It was essential that the

expeience was entertaining and involved

a personal touch.

While having a poke around the eclectic mix of

furniture, ornaments and other curiosities scatterd

throughout the lounge, users will discover that

many of the items will take them straight to the

information they need.

Instead of utilising standard navigation, we decided

it would be more interesting to use the various

ornaments and pieces of furniture as buttons that

linked to our content pages. We brainstormed

what items would be relevant for the various

content pages, and came up with things like a

telephone = contact, art work = our portfolio,

photo = about us etc.

Some of the elements in the room are also

animated, which brings more movement and

life to the space (eg. the lava lamp and fish).

To keep the site consistent with the design of

our logo and business card we created the website

using sepia imagery.

If you look carefully, you will notice evidence

that some sort of wild cat has been in the lounge,

stragely it’s nowhere to be seen.

Although the cats no longer around, its sure left a

noteworthy mark!

www.m eowadv ertising.com.au

meow online

3 4

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all is revealed...

“ Teamwork is the ability to work together toward a common vision. The ability to direct individual accomplishments

toward organizational objectives. It is the fuel that allows common people to attain uncommon results.”

Andrew Carnegie

This diagram depicts

what we do within the

agency and the things

we outsource.

All of the strategic, conceptualising,

design and website work will be done

in-house. However we will need to

work in conjunction with many other

businesses for the execution of

specific tasks.

We will need to thoroughly research various

industries to discover the best prices and quality we

can get for the various goods and services we will be

utilising. The better price we can get for production,

the less we can charge our clients and/or the higher

the profit margin for our own business.

We will then need to establish excellent on-going

relationships with these businesses we liase and work

with.

Work/Services that we will need outsourced:

• Printing

• TV Production

• Radio Production

• Domain Registration

• Website Hosting

• Specialised Photography

• Talent Casting

• Media Planning

• Market Research

• Animation

• Promotional Material

• Drawing & Rendering

• Packaging

• PR

• Event Management

4

< goals >

“ Real success is finding your lifework in the work that you love. ” David McCullough

4

Short-term

• Establish 5 regular clients

• Create awareness of the business

• Establish relationships with prospective clients

• Form good relationships with productions

businesses

• Stay afloat

Long-term

• Have a strong portfolio of clientele

• Generate Profit

• Increase workforce

• Become a competitive player in the

advertising industry

• Have a highly regarded reputation within the

advertising industry

• Finalist in AFA Effectiveness awards and

MADC awards

< what the future holds >

caffeine addiction, wrinkles, no social life...do what we love.

sleepless nights, afast food, headaches,

and the chance to